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Led team in the creation and execution of “TheWaterChannel.org” cause marketing initiative, raising awareness for water scarcity and providing over $1M & 100M liters of clean water for people in need worldwide. Leading voice-first marketing strategy for The Weather Channel Apps. Manage US Product Marketing for the World's Most Downloaded Weather App. Guide marketing strategy and execution for The Weather Channel portfolio of digital products in North America including web and apps. The Weather Channel:• A top-25 U.S. website and mobile property, and ranked No. 6 among news and information sites• 300+ million unique visitors monthly across all digital platforms• 200+ million global mobile app downloads
The Weather Company, An Ibm Business
View- Website:
- weathercompany.com/+
- Employees:
- 725
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The Weather Company, An Ibm BusinessAtlanta, Ga, Us
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Director Of Product MarketingThe Weather Company, An Ibm Business Jan 2020 - PresentBrookhaven, Georgia, UsManage Global Product Marketing for the World's Most Downloaded Weather App. Define consumer lifecycles and create acquisition, engagement and retention strategies. Optimize consumer acquisition flow including app store optimization, paid media strategy and owned/operated properties. Product marketing KPI and scorecard ownership.ACQUISITIONLed team in the creation and execution of “TheWaterChannel.org” cause marketing campaign, raising awareness for water scarcity and providing over $1M & 100M liters of clean water for people in need worldwide. To date, effort won CMO award, raised brand NPS +30 points (2x lift)Led creation of YouTube influencer marketing campaign to target key audience segments via trusted personalities. Drove over 1MM video views of the long-form message and incremental app downloads.FUNNEL/CONVERSIONLead US App Store Optimization (ASO) efforts for the world's most downloaded weather app. Reached highest conversion rates in company history. Optimize store metadata and imagery including a/b testing to drive app store rank and download velocity.RETENTIONCreate onboarding and push/in-app messaging tactics to increase feature adoption and build habitual product engagement.WINBACKRetarget lapsed users via social media, search and push messaging.
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Product Marketing LeaderThe Weather Company, An Ibm Business Aug 2016 - Jan 2020Brookhaven, Georgia, UsGuided marketing strategy and execution for The Weather Channel portfolio of digital products in North America including web and mobile apps. Worked collaboratively across product, creative, social, media, research and sales functions to accomplish goals of acquiring, engaging and retaining users.Led go-to-market strategy for The Weather Channel’s app redesign. The campaign won the IBM CMO award, delivered 3x visibility and 57% CVR in the app store, 65% growth in app installs and an 11% increase in global market share.
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Sr Manager, Consumer Product MarketingYp 2013 - Jul 2016Atlanta, Ga, UsYP is the largest local search, media and advertising company in North America, a comScore top-30 digital property with over 80M monthly visitors across the web and mobile. Led YP’s push and in-app messaging SDK deployment and lifecycle campaigns to increase engagement and retention for the YP app. Results included +183% lift in engagement, 70% lift in frequency and 40% increase in retention vs. control groups.Managed mobile marketing campaign supporting YP.com’s brand relaunch. Partnered with top creative agencies including Havas Media, Socialyse and barrettSF to manage digital marketing mix, tactics and messaging.Leveraged PR, social signals and budget timing to create app store optimization campaign driving YP as high as top 5 in iTunes. Achieved 35% organic app download lift, +27% traffic via app. -
Search Engine Marketing ManagerYp May 2013 - Aug 2013Atlanta, Ga, UsOptimized search engine marketing campaigns for clients by managing keyword bids, ad copy, landing page content, and campaign settings. Increased quality of leads and conversions, decreased cost per lead, improved return on investment (ROI), and decreased churn rate.
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Director Of Marketing, High Speed InternetCox Communications 2001 - 2013Atlanta, Ga, UsManaged segment-based marketing and advertising campaigns for Cox High Speed Internet that continue to deliver incremental sales and revenue. Drove marketing segmentation through customer experience, messaging, imagery, and offer dynamics to increase Internet connects by 7%+ YoY.Led subscriber upgrade campaigns that consistently delivered above average close-rates, increased customer’s usage of multiple products and drove satisfaction and retention.Achieved 2X uplift in display ad click-through rates by targeting consumers at the moment of need.Key member of team that grew Cox High Speed Internet subscriber base from 800K to 4.4M in 8 years while adding 2 points of market share. -
Director Of MarketingThe Weather Channel 2000 - 2001Atlanta, Ga, UsDirected and managed redesign of weather.com’s “Weather Anywhere” products including email and wireless weather information delivery. Designed an improved product offering that provided email and wireless subscribers relevant weather related information pertaining to health, golf and travel.Managed development of the next generation of weather.com. Transformed weather.com from a “flat-file” directory into a database-driven site capable of delivering dynamic content. Directed IBM’s e-business innovation team and internal teams groups in selecting and implementing content management tools, reporting systems, site creative design and supporting system architectures. Managed implementation of weather.com’s partnership with America Online on time and within budget, led 11 internal functional teams and multiple AOL departments to exceed forecasted page views and advertising revenue. -
Senior Product Development ManagerBellsouth 1997 - 1999Instrumental in developing a start-up business unit into the fastest growing Internet service in the Southeast. Created specifications for a premium-billing plan designed to migrate customers to higher margin products. Managed BellSouth’s first consumer high-speed Internet access trial (ADSL) and developed positioning to preempt competitive cable modem deploymentManaged development of new subscriber registration software which improved usability and customer registration rates while reducing customer support costs.
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Product ManagerPhilips Electronics North America 1995 - 1997Managed new product development and marketing programs for division of this international electronics firm.Developed launch strategy for new floor care product line including an innovative national advertising campaign, consumer promotions and merchandising programs.Managed multinational product team with introduction of high-end product into a key North American retailer.
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Associate Product ManagerThe Regina Company 1992 - 1995Implemented product strategies for flagship product line, and successfully reintroduced product line resulting in increased sales and improved profit margin.
John Webster Skills
John Webster Education Details
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Ucf College Of BusinessAnd Related Support Services
Frequently Asked Questions about John Webster
What company does John Webster work for?
John Webster works for The Weather Company, An Ibm Business
What is John Webster's role at the current company?
John Webster's current role is Product Marketing Director at The Weather Company.
What is John Webster's email address?
John Webster's email address is jo****@****oup.com
What is John Webster's direct phone number?
John Webster's direct phone number is +184321*****
What schools did John Webster attend?
John Webster attended Ucf College Of Business.
What skills is John Webster known for?
John Webster has skills like Product Management, Product Marketing, Digital Marketing, Marketing, Marketing Strategy, Strategic Partnerships, Advertising, Strategy, Cross Functional Team Leadership, Mobile Devices, Segmentation, Competitive Analysis.
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